{"id":6202,"date":"2022-01-27T06:42:00","date_gmt":"2022-01-27T06:42:00","guid":{"rendered":"https:\/\/historias.starbucks.com\/en-es\/?post_type=press&#038;p=6202"},"modified":"2025-03-04T09:49:12","modified_gmt":"2025-03-04T17:49:12","slug":"starbucks-launches-3rd-edition-of-i-am-project-on-brazils-national-trans-day-of-visibility","status":"publish","type":"press","link":"https:\/\/historias.starbucks.com\/en-es\/press\/2022\/starbucks-launches-3rd-edition-of-i-am-project-on-brazils-national-trans-day-of-visibility\/","title":{"rendered":"Starbucks Launches 3rd Edition of \u201cI Am\u201d Project on Brazil&#8217;s National Trans Day of Visibility"},"content":{"rendered":"<div class=\"sbx-page-header-featured alignfull has-large-flow-space requires-no-top-page-spacing\">\n\t<div class=\"sbx-page-header-featured__inner\">\n\t\t<div class=\"sbx-page-header-featured__content\">\n\t\t\t\n\t\t\t<h1\t\t\t\tclass=\"sbx-page-header-featured__title is-style-display-sm\"\n\t\t\t\titemprop=\"headline\"\n\t\t\t>\n\t\t\t\tStarbucks Launches 3rd Edition of \u201cI Am\u201d Project on Brazil&#8217;s National Trans Day of Visibility\t\t\t<\/h1>\n\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"sbx-page-header-featured__bottom-meta\">\n\t\t\t\t\t<div class=\"sbux-meta\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sbux-meta__item\">\n\t\t\t\t\t\t\t\t<time\n\t\t\t\t\t\t\t\t\titemprop=\"datePublished\"\n\t\t\t\t\t\t\t\t\tdatetime=\"2022-01-27T06:42:00-08:00\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\tJanuary 27, 2022\t\t\t\t\t\t\t\t<\/time>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div\n\t\t\t\tclass=\"sbx-page-header-featured__media\"\n\t\t\t\tstyle=\"--x: 0.5; --y: 0.5\"\n\t\t\t>\n\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1440\" height=\"700\" src=\"https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Cup.jpg\" class=\"sbx-page-header-featured__image wp-post-image\" alt=\"Starbucks cup with name &quot;Lux&quot; written in black and pink, white and blue ribbon\" itemprop=\"image\" sizes=\"(max-width: 320px) 300px, (max-width: 586px) 480px, (max-width: 864px) 768px, 1280px\" loading=\"eager\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Cup.jpg 1440w, https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Cup-300x146.jpg 300w, https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Cup-1024x498.jpg 1024w, https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Cup-768x373.jpg 768w\" \/>\t\t\t<\/div>\n\t\t\t\t<!-- endif -->\n\t<\/div>\n<\/div>\n<ul class=\"sbux-share-post alignleft\">\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" 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13.52V21h4.07v-7.48h3.04l.63-3.44h-3.67V8.87c0-1.82.71-2.52 2.56-2.52.57 0 1.03.02 1.3.05V3.28c-.5-.14-1.74-.28-2.45-.28C10.93 3 9.2 4.78 9.2 8.6v1.48H6.87v3.44H9.2Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Share this post on Facebook<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.threads.net\/intent\/post?text=The \u201cI Am\u201d project started by the brand\u2019s Brazilian operator, SouthRock, three years ago provides transgender partners (employees) with legal and psychological well-being support to amend their names on their birth certificates\u00a0 S\u00e3o Paulo \u2013 In support of Brazil\u2019s National Trans Day of Visibility on January 29, SouthRock, Starbucks licensed retail operator 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1.5H8.88a.75.75 0 0 1 0-1.5Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Copy link to this post<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/button>\n\t<\/li>\n<\/ul>\n<ul class=\"sbux-post-details is-style-meta\">\n\t<li class=\"sbux-post-details__item\">\n\t\t<time\n\t\t\titemprop=\"timeRequired\"\n\t\t\tdatetime=\"PT4M\"\n\t\t>\n\t\t\t4 min read\t\t<\/time>\n\t<\/li>\n\t\t<li class=\"sbux-post-details__item\">\n\t\t<time\n\t\t\titemprop=\"datePublished\"\n\t\t\tdatetime=\"2022-01-27T06:42:00-08:00\"\n\t\t>\n\t\t\tJanuary 27, 2022\t\t<\/time>\n\t<\/li>\n\t<\/ul>\n<body><p><em>The \u201cI Am\u201d project started by the brand\u2019s Brazilian operator, SouthRock, three years ago provides transgender partners (employees) with legal and psychological well-being support to amend their names on their birth certificates\u00a0<\/em><\/p>\n<\/body>\n\n<body><p><strong>S\u00e3o Paulo<\/strong> \u2013 In support of Brazil\u2019s National Trans Day of Visibility on January 29, SouthRock, Starbucks licensed retail operator in Brazil, today announced the \u201cI Am\u201d (\u201cEu Sou\u201d) project to offer free legal support for transgender partners (employees) seeking to amend their names and genders on their birth certificates. This year for the first time, SouthRock will expand its support to partners at their corporate offices and other businesses operated by the company in Brazil.<\/p>\n<\/body>\n\n<body><p>\u201cStarbucks Brazil is committed to creating an inclusive culture that promotes respect and dignity for all of our partners and customers. Through the \u2018I Am\u2019 project, we reinforce our support of the transgender community in particular,\u201d said Sandra Collier, director of marketing, loyalty and categories of SouthRock. \u201cIt is very gratifying to know that by offering legal support, we can make a significant and positive impact on the lives of our partners and the communities we serve,\u201d added Collier.<\/p>\n<\/body>\n\n<body><p>Starting on January 29 \u2013 to coincide with the National Trans Day of Visibility \u2013 current Starbucks partners in Brazil can receive legal counsel covered by the company to begin the process to amend their names and genders on their birth certificates. \u00a0All legal and psychological well-being support will be covered by SouthRock. In addition to partners, this year the initiative also supports amending the names of members of the NGOs Casa Florescer and Casa 1, integrating them into the project.<\/p>\n<\/body>\n\n<body><p>\u201cParticipating in the \u2018Eu Sou&#8217; project really changed my life, mainly because of the freedom I gained to be who I am as I always dreamed and imagined. It was a very big turning point: Jota was born and changed everything that existed before him. Throughout the process, I was always highly respected and welcomed everywhere in the company, by all hierarchies. As long as I exist, I will remember the &#8216;I Am&#8217; project,\u201d said Jota Ramos, customer service analyst at Starbucks in Brazil, who had his name amended in the 2021 edition of the project.<\/p>\n<\/body>\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"642\" height=\"428\" src=\"https:\/\/stories.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Campaign-Trans-Flag-on-Store.jpg\" alt=\"\" class=\"wp-image-6210\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Campaign-Trans-Flag-on-Store.jpg 642w, https:\/\/about.starbucks.com\/uploads\/sites\/34\/2022\/01\/I-Am-Campaign-Trans-Flag-on-Store-300x200.jpg 300w\" sizes=\"auto, (max-width: 642px) 100vw, 642px\" \/><\/figure><\/div>\n\n\n<body><p>Starbucks in Brazil first launched the \u201cI Am\u201d project in January 2020. With permission from participants, Starbucks Brazil <a href=\"https:\/\/www.youtube.com\/watch?v=Pw-WAnAgPQI\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">documented<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a> the emotional journey to give audiences a look at the meaningful impact of the project. The video won the Grand Prix at the 2021 Cannes Lions Festival and, more recently, an Effie Award.<\/p>\n<\/body>\n\n<body><p>Since 2018, Starbucks in Brazil has worked with local advocacy groups, such as Casa 1 (SP) and Grupo Arco-\u00cdris (RJ), to support LGBTQ+ inclusion efforts through the donation of Starbucks product sales such as the Pride Frappuccino\u00ae Blended Beverage and t-shirts, to help those in vulnerable situations due to their sexual orientation.<\/p>\n<\/body>\n\n<body><p>Learn more about Starbucks Brazil\u2019s efforts to promote LGBTQ+ inclusion at <a href=\"https:\/\/www.linkedin.com\/company\/starbucks-brasil-com%C3%A3%C2%A9rcio-de-caf%C3%A3%C2%A9s-ltda-\/\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>, <a href=\"https:\/\/www.instagram.com\/starbucksbrasil\/\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>, <a href=\"https:\/\/www.facebook.com\/StarbucksBrasil\/\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>, <a href=\"https:\/\/twitter.com\/StarbucksBrasil\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a> and <a href=\"https:\/\/www.youtube.com\/user\/StarbucksBrasil\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>.<\/p>\n<\/body>\n\n<body><p><strong><u>About SouthRock<\/u><\/strong><\/p>\n<\/body>\n\n<body><p>The licensee operator of Starbucks in Brazil, SouthRock was founded in 2015 with the objective of managing and operating a qualified and multi-brand foodservice portfolioin the Brazilian market. It started operating in 2017 at Guarulhos International Airport managing B.A.R. (Brazil Airport Restaurants), which operates exclusively in the most important airports in Brazil bringing a diversity of brands to consumers, travelers, and tourists. In 2018, the company signed an exclusive licensing agreement with Starbucks and TGI Fridays in Brazil, being granted with right to operate these brands nationwide (model used globally by these brands). The company&#8217;s expansion process was amplified in 2019, when Starbucks stores were inaugurated in Santa Catarina, the first market outside S\u00e3o Paulo and Rio de Janeiro. During that same year, SouthRock Lab, a digital branch also started aiming to develop technologies to improve physical x digital experiences and interactions between customers and brands. SouthRock is committed to constantly expanding its business in order to reach more people and more communities with its brands, offering great services, sharing values and positively impacting society, always putting customers and employees first alongside its brands.<\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"<p>The \u201cI Am\u201d project started by the brand\u2019s Brazilian operator, SouthRock, three years ago provides transgender partners (employees) with legal and psychological well-being support to amend their names on their birth certificates\u00a0 S\u00e3o Paulo \u2013 In support of Brazil\u2019s National Trans Day of Visibility on January 29, SouthRock, Starbucks licensed retail operator in Brazil, today [&hellip;]<\/p>\n","protected":false},"author":446,"featured_media":6206,"template":"","meta":{"ep_exclude_from_search":false,"sbux_color_theme":"default","sbux_typography_theme":"default","byline":"","sbux_is_featured":false,"featured_image_focal_point_x":0,"featured_image_focal_point_y":0,"hide_related_posts":false,"downloadable_assets":[],"footnotes":""},"categories":[],"press_type":[1310],"class_list":["post-6202","press","type-press","status-publish","has-post-thumbnail","hentry","press_type-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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